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Home My WebLink AboutCH-OCVB minutes 042011Minutes Chapel Hill/Orange County Visitors Bureau Board April 20, 2011 at the Sheraton Hotel Board Members Present: Dave Gephart, Karen DeHart, Mike Gering, Greg Overbeck, Jim Norton, Mark Sherburne, Anthony Carey, Valerie Foushee, Laura Morgan, Jim Ward, Lydia Lavelle, Jim Parker, Anthony Carey, Jim Norton, Dwight Bassett. Members Absent: Lee Pavao Staff Present: Laurie Paolicelli, Gary Shope, Linda Ekeland, and Tina Fuller Guests: Jennings & Company; Annette Stone, Carrboro EDC Director; Bob Ward. CALL TO ORDER Chair Dave Gephart called the meeting to order at 8:10 am APPROVAL OF MINUTES Chair Gephart motioned to approve the March 16, 2011 minutes. With all members in favor, the minutes were approved as written. WELCOME Chair Gephart introduced Annette Stone, newly hired Director of Economic & Community Development for Carrboro, replacing James Harris whom recently retired. Chair Gephart introduced Sheraton-Chapel Hill’s general manager, Nitin Khanna. Mr. Khanna briefly spoke on the current business at the Sheraton. REPORTS Marketing Jennings & Co. presented a quarterly presentation including a preview of the 2011 tourism advertising summer campaign, spring radio promotion with Charlotte which focuses on the three towns as well as current social media strategies, statistics and comparisons to other cities such as Asheville and Pinehurst. The agency discussed the upcoming launch of the mobile application-which will go live in May. Following the presentation, a discussion ensued about the ROI and measurement effectiveness of social media marketing resulting in the following key points: Many factors would be involved in trying to measure the effectiveness of social media A suggestion to draft up a graph showing the correlation of occupancy level and social marketing messaging was introduced The majority of board members agreed that the cost/benefit analysis of $500 per month to reach certain demographics and make sure we are not absent in the social media genre is worth it. Budget & Finance Gering reported that with the budget three-quarters of the way through, a surplus in revenue is projected to be around $100,000. Gering posed the question of what was going to happen with the surplus. Paolicelli informed members that she and Gary Shope had their budget meeting with the county manager and budget manager and both believed it would stay with the visitor’s bureau, however this was not yet confirmed. Executive Directors Report Paolicelli reviewed the proposed 2011/12 Tourism Strategic Plan with board members and discussion ensued about priorities in advertising and promotion, including changing the Chapel Hill brand to more of a Chapel Hill focused. Paolicelli asked the marketing chair, Anthony Carey of the Siena Hotel to review next steps in advertising and branding. Mr. Carey reported that the current ad agency contract with Jennings and Company would be re-bid after five years in accordance with due diligence. The marketing committee met and agreed on 12 advertising agencies that would receive an RFP. The criteria being: Agency located within a close proximity to Orange County (so as not to incur travel expenses), ability to work within a budget of $250,000 - $300,000 and experience with tourism. Carey stated that they would request to see the creative (portfolio) of each agency. Carey also stated that they hope to review agencies in June; make a recommendation in August and seek county approval on budget and contract in September with a new campaign beginning in early 2012. Mark Sherburne continued with the report stating that the marketing committee has asked that the visitors bureau lead with Chapel Hill as the brand, leaving out the names Hillsborough and Carrboro however, Hillsborough and Carrboro would still be a focus of the marketing materials. Sherburne continued that the marketing committee, which includes himself, Anthony Carey, Dwight Bassett, Valerie Foushee, and Dave Gephart, agreed unanimously that this would be the best way to market Orange County with the rationale that the name Chapel Hill would bring the best ROI to efficiently, strategically and effectively market the County as a whole. Dave Gephart commented that he will bring back the sentiments of the Alliance for Historic Hillsborough and Lydia Lavelle would discuss with Carrboro stakeholders. Valerie Foushee suggested that the Visitor Bureau Board explain their strategic plans to various boards, detailing the overall benefit to Orange County. Mike Gering stated he would defer to the marketing committee for now but is interested to see how each agency presents this campaign and how they would treat the Chapel Hill execution as opposed to the current broader representation approach. Jim Ward inquired whether the content would be changed if the brand was solely Chapel Hill. The board discussed the issue at length with the final agreement to proceed on bidding the account to 12 agencies, asking them to lead with the name Chapel Hill and adding more “personality and a hip vibe factor” to the ads, which many agreed reflects the Chapel Hill brand, more than the current creative execution. Downtown and Town reports Jim Norton reported on the Ackland Museum construction, Kidzu relocating to the top of the Wallace Deck and added that “blasting has finally seized at 140 West.” Lydia Lavelle reported on the Weaver Street construction stating it is expected to last about a year, updated on Carrboro’s Centennial, and reported on the approval of the rezoning of property that may provide an opportunity for the County to purchase for its library. Lavelle added that the Hampton Inn is expected to break ground this summer. Mike Gering reported on the day’s groundbreaking for UNC’s hospital with a projected opening date of 2015, Mr. Gering also reported on the status of the wayfinding program, gave update on the train stop in Hillsbourough, and in relation to that, reported that Council is still working through details on a downtown traffic study. Sales Update Linda Ekeland reported that the Sheraton is the host hotel for the ‘Big Shots’ event at the Dean Dome, July 22-23, 2011 and commented that all Chapel Hill hotels will be used. She also reported that the Sheraton is bidding on the Steampunk conference for 2012, which could bring in 700 people. Ms. Ekeland gave a brief report on the Bureau’s summer promotion, which will include T.V. ads, coupon offers and free giveaways to visitors that come into the Visitor Center In conclusion, Ekeland gave comments on her experience at the Piedmont Farm Tour NEW BUSINESS Dave Gephart read the letter from the County Commissioners Annual Summary report which stated that departments need to present any special interest items, etc., to the BOCC before initiating community dialog. OLD BUSINESS Bob Ward described to board members his experience at the Visitor Center when filling in for staff while on their annual retreat. Ward mentioned that the parking situation is atrocious. Discussion continued on the Bureau’s parking situation with members in agreement that enforcement is the issue. Paolicelli stated that she is working with Pam Jones on signage and enforcement and she would update the board on her progress ADJOURNMENT With no other business to discuss, Dave Gephart adjourn the meeting at 9:49 a.m. _____________________________ __ _________________________________ Minutes Drafted by: Minutes Accepted by: Laurie Paolicelli, Executive Director Dave Gephart, Chairman